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Samsung’s Bold Smartphone Move Leaves Apple Playing Catch-Up

Samsung Bets Big on Foldables With New Galaxy Z Series, Aims to Challenge iPhone Dominance

Samsung unveiled its latest foldable smartphones on Wednesday, doubling down on a technology it believes will redefine the future of mobile devices. The new Galaxy Z Fold 7 ($2,000), Galaxy Z Flip 7 ($1,100), and Galaxy Z Flip 7 FE ($900) will launch on July 25, with preorders starting July 9.

The announcement comes as Samsung faces intensifying competition from Android rivals and braces for the potential debut of Apple’s first foldable iPhone—a long-rumored device that could reshape the premium smartphone market.

Foldables: Samsung’s Answer to Smartphone Stagnation

For years, smartphone innovation has plateaued, with incremental upgrades failing to excite consumers. Samsung sees foldables as the solution—devices that can transform from a phone into a tablet or fit snugly in a pocket. Yet despite Samsung’s early lead, foldables remain a niche product, accounting for less than 2% of global smartphone sales, per IDC and Counterpoint Research.

“We believe the Fold 7 and Flip 7 will bring us closer to the tipping point of mainstream adoption,” said Won-joon Choi, Samsung’s mobile business COO, in an interview with CNN.

What’s New in the Galaxy Z Series?

Samsung’s latest foldables focus on slimmer designs, bigger screens, and AI integration:

Unlike previous models, Samsung is using different chips for each device—a Qualcomm Snapdragon in the Fold 7 and an Exynos in the Flip 7—citing supply chain constraints.

Pricing Strategy: Premium Over Affordability

While many expected foldables to get cheaper, Samsung is raising prices—the Fold 7 is $100 more expensive than last year’s model. Analysts say this reflects a shift in strategy: rather than chasing mass adoption, Samsung is positioning foldables as high-end alternatives to the iPhone.

“They’re making decent profits despite low volumes,” said Francisco Jeronimo (IDC). “Foldables are their key differentiator in the premium market.”

Can Foldables Steal iPhone Users?

Data suggests foldables are attracting Apple loyalists. According to Consumer Intelligence Research Partners, 8% of U.S. foldable buyers in Q1 2024 switched from an iPhone.

“Our foldables have a higher switcher rate than traditional phones,” Choi noted.

Apple, however, remains a looming threat. Reports from Bloomberg and analyst Ming-Chi Kuo suggest a foldable iPhone could arrive in 2026, though Apple has not confirmed plans. When asked about Apple’s potential entry, Choi responded: “We would welcome that.”

Growing Competition From Chinese Rivals

Samsung may dominate foldables globally, but in China—the largest foldable market—Huawei, Vivo, and Honor lead sales. Just days before Samsung’s launch, Honor unveiled the Magic V5, an ultra-thin foldable.

Huawei also outpaced Samsung in 2024 with its tri-fold “accordion” phone, which unfolds to near-iPad size. Samsung has showcased similar prototypes but has yet to commercialize them.

Choi hinted that Samsung has new form factors in development, though he declined to share details.

AI: The Next Frontier

Beyond hardware, Samsung is betting on AI to differentiate its foldables:

Choi said Samsung is exploring partnerships with other AI firms, including a potential deal with Perplexity, an AI search engine.

Looking ahead, Choi envisions smartphones evolving into AI-driven assistants that handle tasks seamlessly—without app-switching. “It won’t take 10 years, but it’s not happening tomorrow,” he said.

The Road Ahead

Samsung’s foldable push is a high-stakes gamble. While the technology isn’t yet mainstream, the company sees it as the best way to challenge Apple’s dominance and reignite consumer excitement.

With 45.7 million foldables expected to ship by 2028 (per IDC), Samsung’s bet may soon pay off—unless Apple changes the game first.

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